{"id":770,"date":"2013-10-03T07:09:25","date_gmt":"2013-10-03T06:09:25","guid":{"rendered":"https:\/\/www.natarom.com\/marketing-sensoriel\/?p=770"},"modified":"2022-05-12T16:01:51","modified_gmt":"2022-05-12T14:01:51","slug":"des-publicites-odorantes","status":"publish","type":"post","link":"https:\/\/www.natarom.com\/en\/des-publicites-odorantes\/","title":{"rendered":"Des publicit\u00e9s odorantes !"},"content":{"rendered":"<p style=\"text-align: justify;\"><strong><em><span style=\"font-family: times new roman,times; font-size: 18px;\">On a tous entendu\u00a0une campagne publicitaire \u00e9tonnamment dr\u00f4le \u00e0 la radio, ou vu une affiche qui a captiv\u00e9 notre regard, ou encore \u00e9t\u00e9 attir\u00e9 par un packaging plus qu\u2019original. Mais une publicit\u00e9 a-t-elle d\u00e9j\u00e0 suscit\u00e9 votre attention par son odeur\u00a0?<\/span><\/em><\/strong><\/p>\n<p><strong><span style=\"font-family: times new roman,times; font-size: 18px;\">\u00c7a sent le steak !?<\/span><\/strong><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: times new roman,times; font-size: 16px;\">Cet \u00e9t\u00e9 en Am\u00e9rique, pr\u00e8s du lac Norman \u00e0 Mooresville, on pouvait y trouver une affiche g\u00e9ante montrant un steak accompagn\u00e9 d\u2019une frite sur une fourchette. Jusque-l\u00e0 rien de bien r\u00e9volutionnaire\u00a0! Sauf que cet affichage, <strong>d\u00e9gageait une odeur de steak grill\u00e9 <\/strong>provenant du panneau publicitaire.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: times new roman,times; font-size: 16px;\">L\u2019\u00e9picerie Blood, situ\u00e9e pr\u00e8s d\u2019une route, souhaitait ainsi <strong>promouvoir<\/strong> sa nouvelle marque de viande de b\u0153uf, tout en donnant envie aux passants de venir y go\u00fbter. Cette publicit\u00e9 incitait donc les consommateurs \u00e0 faire appel \u00e0 un autre sens que la vue, celui de <strong>l\u2019odorat\u00a0<\/strong>!<\/span><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.natarom.com\/marketing-sensoriel\/wp-content\/uploads\/2013\/10\/Montage-blog.jpg\"><img decoding=\"async\" class=\" wp-image-784 aligncenter\" src=\"https:\/\/www.natarom.com\/marketing-sensoriel\/wp-content\/uploads\/2013\/10\/Montage-blog-300x200.jpg\" alt=\"Montage blog\" width=\"400\" height=\"300\" \/><\/a><\/p>\n<p style=\"text-align: center;\"><!--more--><\/p>\n<p><strong><span style=\"font-family: times new roman,times; font-size: 18px;\">Une publicit\u00e9 qui a du chien\u00a0!<\/span><\/strong><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: times new roman,times; font-size: 16px;\">Il y a un an, la marque de nourriture canine: &#8220;Beneful&#8221;, a eu l\u2019id\u00e9e de lancer une campagne de communication innovante en Allemagne. En effet, plusieurs colonnes d\u2019affichages ont \u00e9t\u00e9 <strong>parfum\u00e9es<\/strong> \u00e0 l\u2019odeur de p\u00e2t\u00e9 pour chien. En cons\u00e9quence, ces animaux \u00e9taient directement s\u00e9duits par cette senteur et s\u2019arr\u00eataient devant l\u2019affiche, obligeant ainsi leur ma\u00eetre \u00e0 la regarder.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: 'times new roman', times; font-size: 16px;\">L\u2019objectif de la marque f\u00fbt donc atteint puisque leur cible, c&#8217;est-\u00e0-dire les chiens et les acheteurs de p\u00e2t\u00e9 pour chien, autrement dit leur ma\u00eetre, \u00e9taient\u00a0<strong>attir\u00e9s<\/strong>\u00a0d\u2019une mani\u00e8re ou d\u2019une autre par cette publicit\u00e9.<\/span><\/p>\n<p style=\"text-align: justify;\"><strong><span style=\"font-family: times new roman,times; font-size: 18px;\">Des arr\u00eats de bus aux allures de stade de foot<\/span><\/strong><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-family: times new roman,times; font-size: 16px;\">Direction l\u2019Australie maintenant\u00a0! En effet, depuis fin septembre certains arr\u00eats de bus affichent des publicit\u00e9s de la chaine TL \u00ab<em>\u00a0Fox sports\u00a0<\/em>\u00bb, dont la particularit\u00e9 est de<strong> diffuser une odeur d\u2019herbe fraichement coup\u00e9e<\/strong>, ainsi que le bruit des acclamations dans les stades de football. Cet ar\u00f4me est aussi mis dans une s\u00e9rie limit\u00e9e de journaux australiens.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: times new roman,times; font-size: 16px;\">L\u2019objectif\u00a0? <strong>Engager et rapprocher<\/strong> les fans de football de la premi\u00e8re ligue anglaise. Comme l\u2019explique le Directeur ex\u00e9cutif des ventes et du marketing de Foxtel\u00a0:\u00a0\u00ab\u00a0<em>C\u2019est la saison o\u00f9 les fans de football se sentent loin de leurs joueurs, et ils leur manquent. [\u2026] Quelle meilleure fa\u00e7on de d\u00e9montrer cette proximit\u00e9 qu\u2019en \u00e9tant ainsi pr\u00e8s du sport que vous aimez, gr\u00e2ce l\u2019odeur de pelouse que vous sentez \u00e0 travers votre magazine du dimanche.\u00a0<\/em>\u00bb \u00a0 L&#8217;article source <a href=\"http:\/\/www.fanengagement.nl\/news\/bus-stops-engage-soccer-fans-with-the-scent-freshly-cut-grass\/\">ici.<\/a><a href=\"http:\/\/www.fanengagement.nl\/news\/bus-stops-engage-soccer-fans-with-the-scent-freshly-cut-grass\/\"><br \/>\n<\/a><\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-family: times new roman,times; font-size: 16px;\">Et vous, seriez-vous plus attir\u00e9 par une marque si leur publicit\u00e9 d\u00e9gageait une<strong> odeur <\/strong>qui vous pla\u00eet\u00a0?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On a tous entendu\u00a0une campagne publicitaire \u00e9tonnamment dr\u00f4le \u00e0 la&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[70,56],"tags":[102,156,157,158,159,160,161,57,83,59,163,162,60,68,116,67,110],"class_list":["post-770","post","type-post","status-publish","format-standard","hentry","category-applications","category-marketing-olfactif","tag-5-sens","tag-affichage","tag-arome","tag-campagne-de-communication","tag-campagne-publicitaire","tag-football","tag-foxtel","tag-marketing-olfactif","tag-marketing-sensoriel","tag-odeur","tag-odeur-dherbe","tag-odeur-de-pelouse","tag-odorat","tag-parfum","tag-publicite","tag-senteur","tag-vue"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Des publicit\u00e9s odorantes ! - Natarom<\/title>\n<meta name=\"description\" content=\"Les campagnes publicitaires capte notre attention. 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